Sleep-pain Google Ads at angle scale - Aeyla

Built groove-, simba- and panda-alternative pages plus the Dual Pillow PDP set, eucalyptus silk and a 'britishsleepguide.com' editorial property. Every page routed to its own SERP intent cluster.

Restructured the account into 12 intent-coded campaigns - one each for the Dual Pillow, FOAMO, Eucalyptus Silk and Adjustable bundles, plus dedicated scarcity-overlay, value-bundle and bamboo-naturals campaigns. Each one runs its own ROAS curve and creative posture, not a flat PMax catch-all.

Built four parallel design systems - the core product PDP system, a bedside editorial treatment, a British Sleep Guide editorial property and a 7-pillows-tested editorial - so Demand Gen and Search creative never share the same visual treatment for more than a week.

Iterated three winning angle families in parallel - scarcity (2.59× lift), mechanism-demo (2.28×) and durability (2.48×) - with Dr Robinson authority overlay adding 0.5–1.0× on top of the base angle.